creativity and copywriting - video

Creativity and CopywritingLecture 10 Video

Lynn CS4029 Lecture 10

CreativeThinking

AdReview

CommercialBreak

Lecture(Part 2)

Lecture(Part 1)

CreativeThinking

Activity


Flickr user Brandon rivera

LECTURE BREAKDOWN


“Growth”

2 Start with the simplest of the words and then proceed step-by-step to the more complex. Explain the stages of growth and their feasibility.

I’ve chosen four random words: nappy, pebble, massage, lump.1

3 You have 5 minutes to write down your thoughts.

Creative Thinking


CreativeThinking

Team Ad Review

CommercialBreak

Lecture(Part 2)

Lecture(Part 1)

Ad Review

Activity



LECTURE BREAKDOWN


Ad Review


CreativeThinking

CommercialBreak

Lecture(part 2)

Lecture(part 1)Lecture(Part 1)

Activity

AdReview



LECTURE BREAKDOWN

Animated Word


Lynn CS4029 Lecture 10Lynn CS4029 Lecture 10 FlickruserTomMrazek

The Electronic Wheedwhacker Age…is here…[TV ads] will have to be voluntary destinations, as all companies will suddenly be in the entertainment business.

Jeff Goodby“


Agenda

Evolution of TV ads

Copywriting advice for video ads

Video ad techniques

Story hunting


TV dominates, but viewing habits have evolved and will continue to evolve rapidly.

Flickr user LG전자


Evolution


Today, we see less TV ads…

thanks to ad blockers, torrent services, and subscription models.

Be more interesting so people pull in your ads.

Evolution



Today, we have more fragmentation…

Because no longer are larger audiences tuning in to the same show at the same time. There is an increasing number of viewing options between digital and TV.

Be more concise and contextual.

Evolution



Today, we have better data. Be more consumer-centric.

Evolution



With the ubiquity of data and faster internet speeds, video formats are increasing

exponentially.


Evolution


Video = Equal TV

Evolution



POP Display Online Video Platforms Mobile Interstitials Rich Media

Evolution

Cinema


Mobile First

http://bit.ly/2mxIK4K

Evolution

People, particularly in Asia, are using their mobile phone as their primary connected device. They use it to consume content, connect with others, as well as engage in commercial activity.



Second Screening

Evolution

http://bit.ly/2lI7fNw

People are increasingly using mobile devices while watching TV; sometimes accessing supplementary content or applications to enhance their viewing experience.



On-Demand

Evolution

http://bit.ly/2lcflfl

There is an increasing number of systems that allow people to watch video content when they choose, versus having to watch it at a specific broadcast time.



Agenda

Evolution of TV ads


Video ad techniques

Story hunting


Sense check: Can you write the single idea on a sticky note?

KISS Viewers

Advice


Brand: Alka-SeltzerTitle: “Mama Mia”Idea: A man, advertising a brand of spicy meatballs, needs Alka-Seltzer after failing to do a perfect “take.”

Brand: GreenpeaceTitle: “Dumb Animals/Fur Coat”Idea: A bloody fashion runway dramatizes the killing of animals for fur.

Aim to capture the basic idea of your add in a single frame.“One Frame Goal”

Advice


Be Visual First

Sense check: Do you get the commercial with the sound turned off?

Advice


“The eye will remember what the ear will forget.”

Advice


- LukeSullivan


Balance Sight & Sound

Sense check: Does the copy reinforce the visual message?

Advice


Be a good enough writer to know what words to leave out.

Advice



Be Agile

Sense check: Has the final ad improved from the original concept?

Advice


“You write it when you write it.

You write it when you shoot it.

You write it when you edit it.”

Advice


- TateTaylor


Next Steps

Sense check: Do your viewers know what to do next?

Advice


Sense check: Does your product, or things associated with it, move?

Advice

Create Movement


Whatever your idea, get to it fast. Then, keep moving.

Advice



Sense check: Do I have to show everything? and if not, Will it be better?

Advice

Don’t Reveal, Imply


“What we imagine in our heads is often more powerful than anything

explicitly shown.”

Advice


- PeteBarry


Agenda

Evolution of TV ads


Video ad techniques

Story hunting


Simple, literal, and objective description of the action, dialogue, VOs and SFX of the proposed ad. It’s often written in 3rd person.

Techniques - Presentation

Script


Usually hand drawn set of frames, which show the key points of action within the ad.

• “Establishing shot” – 1st key frame, sets up the story and/or location

• “End frame” – last key frame, shows the tagline and/or logo


Storyboard


A basic animation that sequences the key frames of a storyboard. It’s typically used for ad testing, which is a highly controversial technique.


Animatic


Demonstration

Literally or metaphorically show the product benefit in action.

Techniques - Execution


Narrative

A story that takes shape from conflict resolution.



Man Against Nature


Man Against Society Man Against Machine

Know your plot lines


CreativeThinking

CommercialBreak

Lecture(part 2)


Lecture(Part 1)

CommercialBreak Activity

AdReview


LECTURE BREAKDOWN


Flickr user Leahcim Nhoj

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Factual Emotional

Commercial Break


Demonstration Narrative


CreativeThinking

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Lecture(part 2)


Lecture(Part 1)

Lecture(Part 2) Activity

AdReview


LECTURE BREAKDOWN


Agenda

Evolution of TV ads


Video ad techniques

Story hunting


Story hunting

Regional Creative Director, Octagon

Lizi Hamer


CreativeThinking

CommercialBreak

Lecture(Part 2)


Lecture(Part 1)

ClosingWrap-Up

AdReview


LECTURE BREAKDOWN

Go get ’em


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